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Lots of stories have been written about whether the term “agency” applies to agencies anymore — mostly under the divisive topic of principal media (where the agency acts as both buyer and seller). But there are a growing number of agencies that have delved so deeply into technology and design that when they sit down to pitch a prospective client, they end up shocking that marketer with the things they’re able to do that have little or nothing to do with marketing or media investment. 

I first wrote about Instrument back in the fall of 2024, as part of the Code and Theory network unit within Stagwell. Since then, AI has thrust itself to the forefront of pretty much every agency, but even more so perhaps at Instrument which sits amidst technology, creativity, design and culture. 

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CNN is developing an agentic infrastructure as part of a broader roadmap that will see it begin transacting media by the first quarter of 2027. 

The news media company, owned by Warner Bros. Discovery, expects to have finished scoping agentic protocols by the end of Q2, according to Faisal Karmali, CNN International Commercial’s vp of digital business operations. In Q3, it plans to test one or two properties to see how they’re interpreted by LLMs, before turning in Q4 to buyer behavior and whether budgets are being allocated toward agent-to-agent trading experiments.

“In terms of having it as a full trading model and a new revenue generator, I would say Q1,” Karmali told Digiday. “In Q4 we’d like to be ready for people who want to test budgets, so that when we want to begin to trade against it fully, it’s already tried and tested,” he added. 

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